Specialize to Survive

Famed author Jack Trout turns his expert marketing eye on how small companies can beat out the big competition.

In "Differentiate or Die", he taught large companies how to set themselves apart in the hypercompeitive marketplace; in "Big Brands Big Trouble", he warned of the dangers of rapid and unnecessary growth.

Here, he suggests that the key to success for small companies is not trying to do everything, but choosing one function and performing it very well.

In "Specialize to Survive", he profiles companies across the globe that embrace this philosophy - and see great profits.

From JetBlue, everyone's new favorite airline, to Chuppa Chups, the largest lollipop manufacturer in Spain, Trout demonstrates how companies can follow the specialization strategy to improve their business.